It’s easy to get swept up in the excitement of digital signage technology and lose sight of a crucial fact: the success of any communication strategy ultimately depends on content. Content remains the foundation of any message and is what drives its communicative impact. This principle holds true for every type of project, including Digital Signage applications.

However, Digital Signage is a medium unlike any other; it has distinct characteristics that set it apart from TV, print, radio, and the web. Because of these unique traits, it requires a targeted editorial approach to fully harness its strengths and optimize its effectiveness. Once the editorial strategy is in place, it’s equally essential to manage, monitor, and update the content regularly. In this regard, the use of increasingly sophisticated Content Management Systems (CMS) can simplify the updating process, allowing content to be scheduled and tailored according to specific tags like time, target audience, and location.

Key characteristics of effective content for Digital Signage applications

To be effective, content and editorial plans designed for Digital Signage must meet certain criteria. For instance:

• Contextual relevance
  Content should be tailored to the specific environment where screens are placed and the intended purpose of the message. For example, if the screen is positioned in a busy plaza or along a high-traffic street, it needs to capture attention within a few fleeting moments. In such cases, impactful, immediately engaging, and very brief content is essential. Conversely, if a monitor is located near a public transport stop, checkout counters, or other waiting areas, it can accommodate longer video content, helping to capture and retain user attention while effectively minimizing perceived wait times.
• Adherence to format and resolution standards
  Digital Signage screens are typically far more powerful than standard displays, so images and videos must meet high standards of quality and resolution, as well as fit the dimensions of the screen. This ensures that visuals are clear, vibrant, and make full use of the screen’s capabilities.
• Alignment with brand values and emotional appeal
  It’s not enough for content to be visually impressive; it also needs to convey the brand’s core values and evoke an emotional response. Effective editorial planning keeps the company’s core business and unique value proposition at the forefront, making the content recognizable and meaningful. The application context also plays a critical role in shaping the message to suit the target audience.

The importance of Digital Signage Content Management: advanced tagging

When a company manages a single screen or a limited number of screens, its editorial plan can be uniquely tailored to that specific context. For instance, a retail store with a few locations or a museum managing several screens within the same exhibit space can implement content strategies easily. However, managing content becomes more complex for companies overseeing thousands or even tens of thousands of screens. How can they maintain local relevance, avoiding promotions like advertising ice cream on a cold day in Milan just because it’s hot in Barcelona, or promoting umbrellas in Tokyo when rain is forecasted for New England?

To meet these targeting needs on an ever-expanding scale, modern Content Management Systems (CMS) now offer highly advanced tagging capabilities, enabling the automated management of content. This advanced tagging allows for precise coding of content and the creation of playlists based on increasingly specific attributes. Features such as content labeling and intelligent playback systems work together to streamline the management of thousands of unique locations from a single platform, customizing messages and updating schedules seamlessly.

Best Made-in-Italy totems by Fida srl: single and double-sided indoor THK Totem Digitale

The THK Digital Totem is a slim, lightweight, and powerful indoor totem that houses all the necessary digital signage components within a slim 10-centimeter frame. Designed for prestigious locations such as banks, corporate offices, conference centers, and museums, the THK line totems offer an elegant and sophisticated presence.

Featuring a capacitive touchscreen among its available options, this totem serves as an effective wayfinding device for refined environments, a useful information point in museums, hospitals, showrooms, and trade fairs, or as a virtual receptionist (Virtual Operator) for businesses and hotels.

Outdoor Totems Made in Italy

Our outdoor product lines include two main models: the EKS Full Outdoor Digital Totem from the Exentia line, designed to perform effectively even under direct sunlight, and the WKO Totem from the Wave Outdoor line, intended for open but covered areas where it’s protected from direct sun exposure.

The Exentia EKS Full-Outdoor totem is ideal for outdoor Digital Signage applications. Its 2,500-nit high-brightness LCD panel ensures excellent visibility even in direct sunlight, while advanced technology enables the liquid crystals to perform optimally in high temperatures, up to +50°C ambient; perfect for south-facing installations and Middle Eastern countries.

Available with IP55/IP65 (HB version, without internal conditioner) or IP65 (HBC version, with internal conditioner) protection, Exentia EKS is available in 46″ and 55″ versions, in single- or double-sided options. It features 4+4 mm vandal-resistant glass, 3G connectivity, and a sophisticated diagnostic system, making it suitable for installation in historical or cultural sites, city centers, or famous tourist destinations, where reliable information-whether informative, interactive, or advertising-needs to be constantly available. The device ensures high performance and low power consumption 24/7.

The Wave WKO is a multimedia totem designed for 24/7 operation, perfect for locations such as shopping centers, airports, train stations, tourist zones, and other environments requiring protection from rain, dust, and vandalism. Equipped with an ambient light sensor, the display adjusts its brightness for optimal energy efficiency and extended lifespan.

Constructed with an aluminum frame to prevent rust and minimize weight, the WKO is available in both single- and double-sided versions, with or without touchscreen capability. It includes FIDA’s DVP diagnostics system, enabling remote monitoring via SNMP protocol.

Contact us for a detailed quote.